Online marketingová komunikace cílící na děti školního věku

• Main Author: Burešová, Jitka (auth)
• Other Authors: Pospíšilová, Marie (auth), Ungerman, Otakar (auth), Dědková, Jaroslava (auth), Jursová, Jitka (auth), Berki, Jan (auth)
• Format: Electronic Book Chapter
• Published: Masaryk University Press 2023
• Subjects: Market research; digital technologies; online marketing communication; influencer; merch; product placement; social networks; media education; media literacy; e-shop; price comparison; video games; brand; discounts; shopping behaviour; virtual ethnographic walk
• Online Access: DOAB: download the publication; DOAB: description of the publication

Title in English: Online marketing communication targeting school-age children The online environment contains many forms of marketing messages, many of which cannot be easily distinguished from regular content. Due to their lack of experience, children are more susceptible to marketing messages tha...